Google Ads Mistakes for HVAC Companies: 16 to Find and Fix (2026)

The Google Ads mistakes that cost HVAC companies the most are rarely bad keywords. They are settings: bidding toward the wrong conversion, counting every call as equal, leaving Google's default location, network and recommendation settings on, a daily budget that caps out in the first heat wave, and emergency ads that promise service nobody is there to answer. Each one can be found in a few minutes if you know which screen to open. This guide lists 16 mistakes in the order I would check them, with the screen, the symptom and the fix for each, plus the 2026 changes (AI Max upgrades, missed-call charges on pay-per-lead and the end of call-only ads) that turned some old habits into new mistakes.

Key takeaways

• Start with measurement. If the conversion Google bids toward is a page view, a button tap or every call longer than a default length, every other fix sits on top of bad data.
• Several of the costliest HVAC mistakes are defaults: "Presence or interest" location targeting, Google search partners switched on in new Search campaigns, and recommendations applied automatically. None of them is wrong for every business, but each needs a decision, not a default.
• Seasonal mistakes are specific to HVAC. A daily budget can spend up to twice its amount on a busy day but no more than 30.4 times it in a month, and Google says seasonality adjustments are built for events of 1 to 7 days, not a whole summer.
• 2026 changed the list. Some Search campaigns were upgraded to AI Max in September, a missed call can now be a charged lead on pay-per-lead campaigns, and call-only ads stop showing in February 2027.
• Fix one thing at a time and write down the date. Google says a new campaign or bid strategy can show "Learning" for up to 7 days, and a big change in what you count as a conversion needs 1 to 2 conversion cycles to settle.

I'm Chiran Nawalage, founder of VibeAds. What this page is: a checklist built from Google's own help documentation and from the HVAC campaign templates I wrote for VibeAds (the $18.00 average click estimate and the monthly demand factors below come from those templates). It is not a report on a client's account. Where I use dollar figures that are not Google's or ours, they are made up to show the arithmetic, and I say so next to them.

On this page: The list · Measurement mistakes · Targeting mistakes · Seasonal budget mistakes · Phone and ad mistakes · One-hour audit · Worked example · Not mistakes · FAQ

What are the biggest Google Ads mistakes HVAC companies make?

Here are the 16, grouped by where they live in the account. The first four are about measurement, because a campaign that learns from the wrong signal gets worse the longer it runs.

You do not need to fix all 16 this week. Work down the table and stop at the first one that is clearly broken in your account. That is the one costing you money right now.

Which tracking mistakes waste the most HVAC ad budget?

The most expensive tracking mistake is bidding toward something that is not a lead. Google's automated bidding (Maximize conversions, Target CPA and the rest) only knows what you tell it a conversion is. If that is a visit to the contact page, it will find you more people who visit contact pages.

Mistake 1: Bidding toward a weak conversion

What it looks like: the Conversions column shows healthy numbers, but the office says the phone is quiet. Cost per conversion looks cheap compared with what a real HVAC lead costs.

Where to check: open Summary in the Goals menu and look at every conversion action and whether it is set to Primary or Secondary. Google's definition matters here: primary actions are reported in the "Conversions" column and used for bidding, while secondary actions are for observation only and show in "All conversions" (Google Ads Help, primary and secondary conversion actions). One exception catches people out: a secondary action that is part of a custom goal is used for bidding.

The fix: make only real lead actions primary for your HVAC campaigns: a call from the ad that lasted long enough to be a conversation, a call from the website number, a completed booking or service request form. Set page views, scroll depth, "get directions" taps and chat-widget opens to secondary. Keep them for reporting; do not bid on them.

HVAC detail: many HVAC sites have a "Schedule service" button that opens a booking tool on another domain. Make sure the conversion fires when the booking is completed, not when the button is tapped. A tapped button that leads to an abandoned form is not a lead.

Mistake 2: Counting every call the same

What it looks like: the account reports plenty of call conversions, but a third of the calls in the call log are wrong numbers, existing customers asking about an appointment, parts suppliers or someone wanting a filter size.

Where to check: Google counts a call from an ad, or a call to the Google forwarding number on your site, as a conversion when it lasts at least the minimum call length you set on the conversion action. Calls shorter than that are not counted, and you can see real durations in the Call details report in the Report editor (Google Ads Help, phone call conversion tracking). It is easy to leave the length at whatever value was filled in when the action was created and never look at it again. Check yours.

The fix: pull two weeks of calls with their durations and have whoever answers the phone label each one: new repair job, new install estimate, maintenance, existing customer, supplier, wrong number. Then pick the length below which most calls are not new business, and set that. If you record calls, Google also offers AI analysis of call recordings to judge lead quality for calls where both parties are in the US or Canada, falling back to call length when a recording is unavailable (Google Ads Help, measure calls from ads). Tell callers if calls are recorded and follow your state's consent rules.

HVAC detail: HVAC calls are not equal in value. A tune-up call and a call asking for a quote on a full system replacement are both "a call," but the replacement is worth many times more to you. If you can, give your lead actions different values, or at least run installation in its own campaign so its cost per lead is judged on its own.

Mistake 3: Never telling Google which calls became jobs

What it looks like: you know which jobs closed because they are in your field service software, but Google Ads does not. Bidding treats a call that became a heat pump install the same as a call that went nowhere.

Where to check: look in your conversion actions for anything imported. Google lets you import call conversions you track in another system, such as a CRM, so you can count only calls that included a sale and send their values (Google Ads Help, phone call conversion tracking). If nothing is imported, Google only sees the first contact.

The fix: start simple. Once a week, mark which ad leads booked a job, and keep that list next to your Google Ads numbers. When the volume justifies it, connect your CRM or field service tool so booked jobs and their values flow back as an imported conversion. Even without the import, a weekly "cost per booked job" by campaign will tell you more than the Conversions column.

Mistake 4: Letting a broken tag train Smart Bidding

What it looks like: conversions fall to near zero for a few days after a website update, a new booking widget or a phone system change, and then bids and spend drop with them.

Where to check: compare the date conversions fell with your change history and with the date the site or phone setup changed. Then check whether anyone created a data exclusion for those dates.

The fix: Google built data exclusions for exactly this. They tell Smart Bidding to ignore the affected clicks during a tracking outage, and Google advises applying them as soon as you find the problem, including any days of clicks affected by your conversion delay, and not removing them afterward (Google Ads Help, data exclusions for conversion outages). If you know about a site change in advance, you can set the exclusion ahead of time. Google also says not to use them often or for long periods.

HVAC detail: HVAC companies often rebuild the website in the slow months, then launch it in spring just before demand climbs. Test every call number and form on the new site the day it goes live, with a real call and a real form submission, before the first hot week.

Which targeting settings send HVAC ads to the wrong people?

Three default settings and one automation cause most HVAC targeting waste: the location option, the networks a Search campaign runs on, auto-applied recommendations and loosely controlled broad match or AI Max. None of these is a bug. Each is a setting Google ships on for reach, and an HVAC company with a fixed service area usually wants less reach and more fit.

Mistake 5: "Presence or interest" location targeting

What it looks like: calls from towns you do not serve, or from people looking for an HVAC company for a relative in your city while they live three states away.

Where to check: in the campaign's settings, open Locations and then Location options. Google's default and recommended option reaches people who are in or regularly in your locations and also people who have shown interest in them. The alternative, "Presence," reaches people who are in or regularly in your targeted locations (Google Ads Help, advanced location options). Google itself says Presence makes sense when you only want people in specific locations.

The fix: for repair and emergency campaigns, use Presence and target only the area your trucks really cover. Then check where clicks actually came from in the locations report, because Google says its location signals are a best effort and 100% accuracy is not guaranteed. Exclude areas you keep seeing that you do not serve.

HVAC detail: keep the radius to your real drive time in July, not the drive time on a quiet Tuesday in April. An emergency no-cooling call 50 minutes away in a heat wave often becomes a job you cannot staff.

Mistake 6: Search partners and Display Network left on

What it looks like: clicks and spend that do not show up as calls, from places you cannot name.

Where to check: open the campaign's settings and the Networks section. Google states that when you create a campaign for the Search Network, search partners are included by default, and you can opt out in campaign settings (Google Ads Help, about the Google Search Network). Google's campaign setup page also offers a Display Network checkbox for Search campaigns (Google Ads Help, create a Search campaign).

The fix: keep the Display Network off in Search campaigns; if you want display or video, run it as its own campaign with its own budget so you can judge it. Search partners are a closer call. Either run Google Search only until tracking is solid, or leave partners on only if someone segments results by network every week and switches them off when they spend without producing calls. The mistake is leaving them on and never looking. (VibeAds launches Search campaigns with partners on and Display off, and its optimization agent watches partner cost per lead and turns them off when they underperform.)

Mistake 7: Recommendations applied automatically

What it looks like: keywords you never added, broad match where you had phrase match, partners turned back on, or keywords you had kept on purpose removed as "redundant."

Where to check: open Recommendations, then the auto-apply settings and the History tab. Google lists the recommendations that can be applied automatically, and they include "Add broad match keywords," "Add keywords," "Expand your reach with Google search partners," "Remove redundant keywords," "Use Display expansion" and bid strategy changes (Google Ads Help, applying recommendations automatically). Google also notes auto-apply works at the account level, and that change history shows each applied recommendation.

The fix: turn auto-apply off for anything that changes keywords, match types, networks or bidding. Review recommendations by hand once a week and accept the ones that fit. Some are useful; the point is that you decide.

Mistake 8: Broad match or AI Max with no guardrails

What it looks like: the search terms report fills with "window AC unit," "AC filter 16x25x1," "freon for car AC," "HVAC technician salary" and "how to reset a heat pump."

Where to check: the search terms report for the last 30 days, sorted by cost. Then check each Search campaign for AI Max. Google began automatically upgrading Search campaigns that used campaign-level broad match or standalone automatically created assets to AI Max on September 1, 2026, with the migration rolling out through September (Search Engine Land, AI Max migration timeline). If your campaign used either of those, it may be running AI Max now even if nobody chose it.

The fix: AI Max expands matching beyond your keywords and can tailor ad text and the landing page it sends people to. Google gives it controls such as brand inclusions and exclusions and URL controls, and it shows headlines and URLs in the search terms report (Google Ads Help, how AI Max works). Use the URL controls so an emergency search cannot land on your maintenance plan page, review search terms weekly, and only keep AI Max on in campaigns where call tracking is reliable. For the HVAC negatives themselves, use our HVAC negative keyword list and the negative keyword tool.

Mistake 9: Negative keywords that block your own jobs

What it looks like: search volume for installs or replacements is lower than you expect, even though the keywords are in the account.

Where to check: compare your negative lists with the search terms that produced booked jobs. Two rules from Google's documentation explain most of the damage. A negative broad match keyword blocks any search containing all of its words in any order, and negative keywords do not match close variants, so you have to add plurals and synonyms yourself (Google Ads Help, about negative keywords).

The fix: look for single-word negatives that sound like junk but are part of buying searches in HVAC:

Replace those with phrase or exact negatives aimed at the junk itself ("window unit," "portable ac," "how to fix"), and add plural forms separately, because "filter" as a negative does not block "filters."

Which budget and bidding mistakes hit HVAC companies in peak season?

HVAC demand follows the weather. The VibeAds HVAC demand factors run from 0.7x in February to 1.5x in July and August, where 1.0x is a normal month. Budget and bidding mistakes that are harmless in April become expensive in July.

Mistake 10: One budget shared by tune-ups and installs

What it looks like: the campaign spends its budget every day, but most of the money goes to cheap maintenance and tune-up clicks, and installation quotes barely show.

Where to check: the campaign list, with spend, conversions and booked jobs side by side. If emergency repair, maintenance and installation sit in one campaign or one shared budget, Google spends where conversions come cheapest, which is usually not where the profit is.

The fix: give installation its own campaign and budget, so a quiet week for installs does not hand its money to tune-ups. Our HVAC campaign setup guide shows the full campaign split; the point here is only that the budget line has to follow it.

Mistake 11: A daily budget that runs out in a heat wave

What it looks like: on the first 95 degree week, the campaign shows "Limited by budget," ads stop by early afternoon, and the calls that would have come at 4 p.m. go to a competitor.

Where to check: look at the campaign status and the hour of day the ads stopped serving on your peak days last summer.

What Google's budget rules mean for HVAC: on a given day a campaign might spend up to twice its average daily budget, but over the month it will not spend more than 30.4 times the daily budget (Google Ads Help, overdelivery and average daily budget). That helps for a single hot day. It does not help for a hot month: a flat daily budget sets a monthly ceiling no matter how many people need AC repair.

Here is the arithmetic with an example budget (the dollar amounts are illustrative, not a benchmark):

The fix: raise budgets a week or two before the forecast heat arrives, not after the account goes "Limited." Move money from campaigns that are slow in summer (furnace, heating maintenance) into AC repair and emergency. And lower budgets again in the shoulder months instead of pausing.

Mistake 12: Seasonality adjustments stretched across a whole season

What it looks like: someone added a seasonality adjustment for "June to August" to tell Smart Bidding summer is coming, and bidding behaves oddly for weeks.

Where to check: the bid strategy's advanced controls, where seasonality adjustments and data exclusions live.

What Google says: seasonality adjustments are meant for expected changes in conversion rate around future events, Smart Bidding already manages seasonal events, and they are ideal for short events of 1 to 7 days and may not work as well for periods of more than 14 days. They are available for Search campaigns on Target CPA and Target ROAS, among others (Google Ads Help, about seasonality adjustments).

The fix: let Smart Bidding learn the normal summer curve from your own data. If you use a seasonality adjustment at all in HVAC, keep it for a short, forecast event, such as a three-day heat dome or a first hard freeze, where you expect calls to convert far better than usual for a few days. On Maximize clicks or manual bidding, handle summer with budgets instead.

Mistake 13: Changing targets and budgets every few days

What it looks like: change history full of target CPA edits, budget swings and keyword pauses, often on the busiest days, and results that never settle.

What Google says: major changes such as a new campaign or bid strategy can show a "Learning" status for up to 7 days, and when the conversion behavior Smart Bidding optimizes toward changes significantly, Google advises giving it 1 to 2 conversion cycles to adapt (Google Ads Help, primary and secondary conversion actions).

The fix: decide in advance how often you will change targets (for most HVAC accounts, no more than once every week or two), make one change at a time, and write the date down. Budget increases ahead of a heat wave are fine; rewriting the bid strategy on the hottest day of the year is not.

Which phone and ad mistakes cost HVAC companies booked jobs?

These mistakes happen after Google has done its part. The ad showed, the person called, and the job still did not book.

Mistake 14: Emergency and 24/7 promises the phones cannot keep

What it looks like: ads that say "24/7 Emergency AC Repair" running all night, with calls going to voicemail. Or ads that run around the clock while the after-hours line is a message that says to call back in the morning.

Where to check: compare three things: your ad text, the ad schedule in the campaign settings, and when calls are actually answered (your phone system or call tracking log will show missed calls by hour).

Why it costs more in 2026: on Google's pay-per-lead campaigns (the Local Services Ads now moving into Google Ads), a call you miss during your business hours counts as a valid, charged lead if the caller stays on the line for more than 20 seconds. Calls outside your business hours or your ad schedule are not charged (Google Ads Help, how leads work with pay-per-lead goals). If your Business Profile hours say you are open 24 hours and nobody answers at 2 a.m., you can pay for those calls.

The fix: only say "24/7" or "same day" where it is true. Run emergency ads in the hours you can dispatch, set Business Profile hours to the hours you really answer, and if nights matter, pay for an answering service that can book an HVAC call. For a deeper look at why calls are not turning into jobs, see why your HVAC Google Ads are not getting calls.

Mistake 15: Still relying on call-only ads

What it looks like: an "AC not working" ad group built years ago on call-only ads that still gets most of its calls that way.

What Google says: Google is retiring call ads. Creating new ones was removed in early 2026, existing call-only ads stop receiving impressions in February 2027, and the replacement is a Responsive Search Ad with a call asset (Google Ads Help, transition from call ads to call assets).

The fix: rebuild those ad groups now with Responsive Search Ads and a call asset, so the new ads have the winter to gather history before summer 2027. Point the ad at a page where the phone number is the first thing on the screen, so people who would have tapped a call-only ad can still call in one tap.

Mistake 16: Treating AI Max, Performance Max and LSA as set-and-forget

What it looks like: an automated campaign added on top of Search "to get more leads," running for months without anyone reading what it does, while branded searches, which you would have won cheaply, become part of its results.

The fix: read every automated campaign's search terms or insights at least monthly. Use AI Max's brand controls and URL controls where you run it. If your Local Services Ads have moved into Google Ads as a pay-per-lead Performance Max campaign, note one HVAC-specific trap: when an LSA campaign had different Target CPAs for different verticals, the migration applies a single campaign-level Target CPA, and Google's example of keeping separate rules is a separate campaign per vertical, such as plumbing and HVAC (Google Ads Help, LSA transition to Performance Max). Check that setting if you sell more than HVAC.

How do you audit an HVAC Google Ads account for these mistakes?

Set aside one hour and follow this order. Each step either clears a mistake or tells you where the money is going. Do it in the off-season if you can, because fixing tracking in January is far cheaper than fixing it in July.

1. Minutes 0 to 10: conversions. Open Summary in the Goals menu. List every primary action. Anything that is not a call, a completed form or a booking goes to secondary (mistake 1). Note the minimum call length on each call action (mistake 2) and whether any conversions are imported (mistake 3).
2. Minutes 10 to 15: the call log. Pull last month's Call details report. Count how many calls were under your minimum length and how many over it were not new customers. If the second number is large, your length is too low or you need call labels.
3. Minutes 15 to 25: settings per campaign. For each Search campaign, check Location options (mistake 5), Networks (mistake 6), the ad schedule against your real answering hours (mistake 14) and whether AI Max is on (mistake 8).
4. Minutes 25 to 30: recommendations. Open the auto-apply settings and the History tab. Turn off anything that changes keywords, match types, networks or bidding (mistake 7).
5. Minutes 30 to 45: search terms. Sort the last 30 days of search terms by cost. Mark the top 20 as good or bad. Add phrase or exact negatives for the bad ones. Then read your existing negative lists for single words that block buying searches (mistake 9).
6. Minutes 45 to 50: budget. Check which campaign spends most and whether installation has its own budget (mistake 10). Look at last summer's peak weeks for "Limited by budget" (mistake 11).
7. Minutes 50 to 55: bidding history. Read change history for the last 60 days. Count target and budget edits (mistake 13). Look for seasonality adjustments longer than a week (mistake 12) and for tracking outages with no data exclusion (mistake 4).
8. Minutes 55 to 60: ad types. Filter ads by type for call-only ads (mistake 15) and list every automated campaign and who last reviewed it (mistake 16).

Write each finding on one line with the date. Fix measurement first, then targeting, then budget. If you change everything on the same day, you will not know which fix worked.

How much can these mistakes cost an HVAC company?

The cost depends on your market, so here is a worked example rather than a claim about what HVAC accounts lose. All the inputs are illustrative except the $18.00 average click, which is the VibeAds HVAC planning estimate (typical range $12.00 to $30.00).

Take a company spending $3,000 a month on Search at about $18.00 a click, which buys roughly 167 clicks.

• Location (mistake 5). Suppose the locations report shows 15% of clicks came from outside the service area. That is about 25 clicks, or about $450 a month, that could not become jobs.
• Networks (mistake 6). Suppose another 10% of spend went to search partners with no calls. That is $300 more.
• Negatives (mistake 9). Suppose a negative "cost" was blocking "ac replacement cost" searches. This one does not show up as waste at all, because the searches never happened in your account. It shows up as installs you never got the chance to quote.
• Calls (mistake 2). Suppose 60 calls were counted as conversions, but the office log shows 20 of them were existing customers, suppliers or wrong numbers. Google is bidding toward a cost per lead of $50 ($3,000 / 60) when the real figure is $75 ($3,000 / 40), and it is learning to find more of the wrong kind of call.

In this example, $750 of the $3,000 (25%) is going to clicks that could not book, and the bidding is steering by a lead count that is a third too high. The fixes for the first two are a settings change each. That is why I check settings before I touch keywords or ad text.

To see what clicks cost in your own city, the HVAC Google Ads cost page has Keyword Planner bid ranges for 50 US cities.

Which common advice about HVAC Google Ads is wrong?

Some things that get called mistakes are not, or are only mistakes in a particular setup. These are the ones I would push back on.

• "Never use broad match." Broad match with Smart Bidding can work for an HVAC company whose conversion tracking counts only real leads and whose search terms get read every week. It goes wrong when tracking is weak (mistake 1 or 2) or nobody reviews search terms. Fix those, then test it in one campaign.
• "Always use Presence." Presence is right for most repair and emergency campaigns. An installation campaign that wants homeowners who are moving into your area could reasonably test the broader option. Decide per campaign and check the locations report.
• "Search partners are always junk." They are on by default and opaque, which is why they need watching. If the Network segment shows booked jobs at an acceptable cost, keep them; if it shows spend with no calls, turn them off.
• "Pause in the off-season." Pausing stops the account collecting the recent data that bidding relies on, and HVAC has real demand in every month, from no-heat calls in January to installation quotes in March. Lower the budget instead.
• "More negatives are always better." Google itself warns that too many negative keywords can mean your ads reach fewer customers. Every negative should block something you saw in your own search terms, not something on a list you copied.

HVAC Google Ads mistakes checklist

1. Only real leads (calls, completed forms, bookings) are primary conversions.
2. Minimum call length set from your own call log, not left as it was.
3. A weekly list of which ad leads booked jobs, and ideally an import of them.
4. A data exclusion added for any tracking outage, with the dates written down.
5. Repair and emergency campaigns on Presence, with a radius you can staff in July.
6. Display Network off in Search campaigns; search partners off, or on only with a weekly check by network.
7. Auto-apply off for keywords, match types, networks and bidding.
8. AI Max status checked on every Search campaign, with URL controls set.
9. No single-word negatives that block "cost," "free estimate" or "unit installation" searches.
10. Installation on its own budget.
11. Summer budgets raised before the first heat wave.
12. Seasonality adjustments only for short, forecast events.
13. One change at a time, no more than every week or two for targets.
14. "24/7" only where the phone is answered 24/7, and Business Profile hours that are true.
15. Call-only ads rebuilt as Responsive Search Ads with a call asset before February 2027.
16. Every automated campaign reviewed at least monthly.

HVAC Google Ads mistakes FAQ

What is the most common Google Ads mistake for HVAC companies?

Counting the wrong things as conversions. When page views, button taps or every short call count as leads, Google's bidding learns to find more of them, and the account looks good in reports while the phone stays quiet. Check which conversion actions are set to Primary before changing anything else.

Why are my HVAC Google Ads getting calls but no jobs?

Usually the calls are not the kind you want: existing customers, suppliers, wrong numbers, people outside your area or people asking for parts. Label two weeks of calls, then fix the setting behind the biggest group: call length, location options, negatives or ad text that attracts the wrong job.

Should an HVAC company use Presence or Presence or interest?

For repair and emergency campaigns, Presence, so ads reach people who are in or regularly in your service area. Google's default, Presence or interest, also reaches people who have only shown interest in the area. Check the locations report either way, because Google says location targeting is not 100% accurate.

Should HVAC companies turn off Google search partners?

Only if nobody is watching them. Google includes search partners by default in new Search campaigns, and in a regular Search campaign you cannot see which partner site showed your ad. Segment results by network every week, and keep partners only while they produce calls and booked jobs at a cost you accept.

Is AI Max a mistake for HVAC companies?

Not by itself. It is a mistake to run it without reliable call tracking, without URL controls and without reading the search terms report. Some Search campaigns were upgraded to AI Max automatically in September 2026, so check whether yours is on before deciding.

How do I stop my HVAC ads from running out of budget in summer?

Raise daily budgets before the heat arrives and move money from heating campaigns to cooling. Google can spend up to twice the daily budget on a busy day, but no more than 30.4 times it in a month, so a flat budget caps July at the same total as April.

Should I use seasonality adjustments for HVAC summer demand?

Not for the whole summer. Google says seasonality adjustments are ideal for events of 1 to 7 days and may not work as well beyond 14 days, and that Smart Bidding already manages seasonal patterns. Keep them for a short, forecast spike such as a heat dome.

Can I be charged for missed HVAC calls on Google?

On pay-per-lead campaigns, yes. Google counts a call you miss during your business hours as a valid lead if the caller stays on the line for more than 20 seconds. Calls outside your business hours or ad schedule are not charged. On regular Search campaigns you pay for the click, whether or not the call is answered.

Can VibeAds fix these mistakes for my HVAC account?

VibeAds builds HVAC Search campaigns with separate emergency, repair and installation structure, HVAC negatives, Presence location targeting, the Display Network off, search partners monitored by cost per lead and call tracking, and you approve every part before it goes to Google Ads. It does not manage Local Services Ads. You can start a 14-day Pro trial with no credit card; Pro is $20 a month after that, and Max is $149 a month. You pay Google for your clicks separately.